Wanting to develop a fresh and modern online experience that connected with the look and feel of their brick and mortar stores, established menswear retailer Moss Bros. brought in PRWD to create the customer driven foundations for the responsive redesign of their website.
This responsive website redesign is one phase of the retailer’s plan to offer an intuitive, omni-channel customer experience, one with a continued focus on customer research and the development of a strategic test-and-learn culture.
PRWD, renowned for their customer-centred conversion optimisation and redesign programmes, utilise one-to-one customer research to connect businesses to their customers in the digital age. The insights from the initial research work highlighted the need for Moss Bros. to develop a responsive website, as users were using it across multiple touchpoints. The research also highlighted the customers’ desire to have a more product-focused Moss Bros. website, leading to over 2000 pieces being re-shot and product descriptions being rewritten, as well as better segmentation and lister pages, to provide more natural and quicker user journeys.
As a result, the redesign has produced a 36% increase in mobile conversion rate and a 25% increase in desktop conversion rate.
PRWD already work with a number of the UK’s leading multi-channel retailers such as Wilko, Games Workshop, Bensons for Beds and Schuh.
Matt Henton, Head of Ecommerce for Moss Bros. says: “We decided to work with PRWD at the very start of our redesign programme because we wanted to get as clear an understanding as possible of the motivations and requirements of our site visitors and customers. Before we committed to any decisions about how the new site would work, we wanted an unambiguous set of customer-focused criteria that would be our guiding principles throughout the project. We never wanted to lose sight of who we were redesigning the site for.
PRWD impressed us with their research-led approach and the experience of their optimisation team. They were able to take a step back from our business and provide a layer of behavioural insight that completely shaped the way we approached the project.
The improvements to conversion rate we have seen since we launched the new website have been fantastic; better than we could have hoped for. Aside from the clear commercial benefits, the improvements to site performance reflect a better overall user experience, especially for visitors on mobile devices.”
Paul Rouke, Founder and CEO of PRWD, says: “Moss Bros. are one of the first retailers who have actually stopped to rethink how they are going to go about delivering their new redesigned website. The easy and most common approach for brands is to focus on creativity and delivering a perceived “best in class creative user experience”, with hardly any true investment at the very start of the redesign going in to understanding user behaviour, perception, motivation and requirements.
When we first met Moss Bros. we were able to explain about the impact that our user driven approach to website redesigns had had for other multi-channel retailers like Schuh, who saw a 30% increase in desktop conversion rate following their user driven redesign. Fast-forward to a few months on from the launch of the new Moss Bros. website and to see it delivering such phenomenal results across mobile and desktop is a true testament to approaching the classic website redesign “the right way”. I look forward to speaking to more retailers who want to ensure they don’t see a reduction or a flatline in their conversion rate from their new website.”
PRWD’s Head of Optimisation Chris McCormick, who led the user driven redesign approach, said: “Moss Bros. knew the importance of ensuring the customer was at the heart of their new website redesign. That’s why we set out on an intensive insight gathering and research phase which enabled us to get under the skin of their website users to really understand their wants and needs. These foundations were the cornerstone to informing the design phase of the project.”